Apple introduced its latest iPhone models on Tuesday, featuring a new ultra-thin option and a slight price increase for one of its premium models. The iPhone 17 lineup includes a slimmed-down model under the “Air” moniker, akin to Apple’s sleek iPads and Mac computers. All four new iPhone 17 models boast enhanced cameras and longer battery life compared to the previous year’s lineup.
The iPhone 17 range will start with a minimum storage capacity of 256 gigabytes, doubling that of the previous generation. During the unveiling at Apple’s Cupertino campus, CEO Tim Cook proudly stated, “We are raising the bar again,” in front of a crowd at the Steve Jobs Auditorium.
Despite the ongoing global trade tensions, with the U.S. administration imposing tariffs, the iPhone 17 models are still expected to be manufactured in Apple’s facilities in China and India, subjecting them to potential tariffs. Analysts suggest that these tariffs may lead Apple to increase prices to maintain profit margins.
In Canada, the iPhone 17 Pro will be priced at $1,599, up $150 from the previous version, while the iPhone Air will start at $1,449, matching last year’s iPhone 16 Pro cost. The basic iPhone 17 will launch at $1,129, and the iPhone 17 Pro Max at $1,749, with all models set to hit stores on September 19.
Apple’s stock experienced a nearly two per cent drop in late afternoon trading following the announcement. The new iPhone models will feature improvements tailored to the selfie culture, including a higher megapixel front camera and a new “Center Stage” option for wider field views and landscape photo capturing.
While the iPhone 17 upgrades are in line with recent incremental improvements, they aim to inject a sense of novelty into the lineup. The previous iPhone 16 models fell short of sales expectations due to delayed artificial intelligence features, including enhancements to Siri, which are now slated for next year.
The global trade conflict has added complexities to Apple’s operations. Despite pressure from the U.S. government to move iPhone production stateside, current manufacturing hubs in China and India remain in place. Apple’s promises of significant U.S. investments have helped mitigate some tariff impacts, with the company opting to maintain stable pricing for its latest releases.
Although Apple’s stock is down four per cent this year, recent developments suggest a rebound as concerns over tariff impacts ease and key partnerships, such as the deal securing Google as the default search engine on iPhones, remain intact.
